Crisp, fresh and tasty:

chidoba - Mexican Grill is a successful company headquartered in Sulzbach (Taunus) that is behind a fast food concept that is unique in Germany. The first chidoba store opened in 2011 with the aim of creating a new type of Mexican system gastronomy in Germany and setting itself apart from established concepts. The idea: crisp, fresh and healthy ingredients - prepared into individually composed burritos, cups or tacos, which are also available to take away. Plus a delicious homemade guacamole, freshly grilled vegetables and refined spices.
All this in an inviting ambience that simply makes guests feel at home. After the first successful store opening, further locations followed in Frankfurt am Main, Cologne, Berlin, Wiesbaden and Bad Soden. And the chidoba brand continues to grow: there are plans for a combination of own businesses and franchise stores with licenses for airports or theme parks, for example. > www.chidoba.de

Digital signage - the use of electronic advertising and information systems - is ideal for highlighting the unique selling points of the products on offer, particularly in the food service industry. The new fast food chain chidoba - Mexican Grill has recognized this and uses it to communicate its range of fresh and healthy food for a unique Mexican taste experience. With IT-HAUS , chidoba has an experienced partner at its side who supports the company in word and deed with the implementation of digital signage systems for its own operations and all franchise stores.

Initial situation

Digital signage is now an integral part of system catering. As many dishes are produced fresh and offered to take away, menus are becoming more extensive and illustrated: the menu is shown on large displays that sometimes take up the entire wall surface. Perfectly photographed dishes replace the experience of a stationary restaurant. In addition, customers can be targeted with changing offers. Brothers Amir and Masoud Kazemian recognized this when they decided to bring the unique taste of Mexican fast food to Germany. From the outset, the two planned to equip their new chidoba stores accordingly and relied on IT-HAUS GmbH as an experienced partner to support them in purchasing suitable large-format displays.

Requirements and goals

What makes chidoba special is that all dishes are prepared individually in front of the customer. The guest is actively involved in the preparation process. They decide what they want in their dish, because guest satisfaction is the top priority at chidoba. For this reason, it was particularly important to those responsible to divide their digital "menu" into different sections in order to display side dishes, dips and drinks separately, for example. The aim was to create a modern, appealing ambience in every chidoba store by using monitors that matched the store's furnishings, matched the high-quality furnishings and adapted to the lighting conditions on site. In addition, suitable software was to offer the option of centralized control of all nationwide displays from the head office in order to reduce administration costs and ensure uniform offers in all stores. Together with IT-HAUS and the manufacturer Samsung, a coherent overall concept was developed that also took into account aspects such as availability and cost efficiency.

Solution

Samsung's smart signage display solutions offer an optimal digital display experience around the clock - with high brightness, visibility and top-class image quality. All content is managed conveniently and easily via a sophisticated content management platform. In the chidoba store in Wiesbaden, for example, three 55-inch LED displays from the DHE series, each with a resolution of 1,920 × 1,080 pixels and a contrast ratio of 5,000:1, were installed next to each other at overhead height above the counter. With a maximum brightness of 700 candela/m² and a viewing angle of 178° vertical/178° horizontal, the product information is easy to read from any position. Vivid, crystal-clear images capture customers' attention, while glare control down to two percent eliminates any factors that could interrupt visibility through light reflection. The robust 24/7 durability of the DHE series guarantees continuous high performance with clear legibility over long periods of time. The eye-catcher in the shop window is a 55-inch display from the OMD series. The series is characterized by a particularly high brightness of 2,500 candela/m² and a contrast ratio of 5,000:1 for outstanding visibility in a wide range of lighting conditions. This allows chidoba to show its messages in reliable continuous operation around the clock - even when the display is exposed to direct sunlight. The Samsung Smart Signage Platform (SSSP) simplifies device management, eliminating the need for an additional PC to play digital content thanks to the integrated media player, thereby reducing the total cost of ownership. MagicInfo, a content management solution that is already included in the scope of the SSSP, enables the effortless creation, transfer and management of professional content. Media content such as videos, images or presentations can be played via a USB stick or a server connection in freely definable time periods. In addition, all devices in the network, including all functions such as volume, source, display status and display lock, can be controlled via a PC. The premium version even allows the targeted organization and planning of content as well as publications according to a schedule for selected device groups, whereby new schedules can be created automatically as required with updated content or playlists.

Advantages

Benefit

As a certified Samsung partner, IT-HAUS chidoba not only guarantees tailor-made digital signage solutions at the best conditions, but also offers customers a complete package from individual hardware and software consulting to testing and delivery, allowing them to concentrate fully on their core business. On request, the fast food company benefits from additional services such as device replacement in the event of a defect and flexible delivery to other locations.

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